{"id":4314,"date":"2011-08-17T07:00:51","date_gmt":"2011-08-17T07:00:51","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=4314"},"modified":"2021-09-25T10:20:30","modified_gmt":"2021-09-25T08:20:30","slug":"le-caddie-de-supermarche-enfin-reinvente-mais-pas-par-ideo","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/08\/17\/le-caddie-de-supermarche-enfin-reinvente-mais-pas-par-ideo\/","title":{"rendered":"le caddie de supermarch\u00e9 enfin r\u00e9invent\u00e9 … mais pas par IDEO"},"content":{"rendered":"

\"\"<\/a>Le futur du caddie de supermarch\u00e9 est enfin arriv\u00e9 ! Dans cet article tr\u00e8s complet en Anglais,\u00a0<\/a><\/span><\/em>Yannig Roth<\/a>\u00a0nous donne la suite des \u00e9v\u00e9nements li\u00e9s aux recherches sur le design des caddies de supermarch\u00e9s, telles que la fameuse soci\u00e9t\u00e9 de design am\u00e9ricaine IDEO les avait initi\u00e9es d\u00e8s 1998 dans une c\u00e9l\u00e8bre vid\u00e9o publi\u00e9e par la cha\u00eene\u00a0<\/span><\/span><\/em>\u00a0locale ABC (IDEO shopping cart video – 1998)<\/span><\/a>. \u00a0<\/span><\/em><\/p>\n

Comme Yannig l’indique dans son article, il s’agit d’un sujet dont j’ai d\u00e9j\u00e0 longuement d\u00e9battu en Fran\u00e7ais (article sur IDEO en Fran\u00e7ais<\/a>) et en Anglais<\/a><\/span><\/em>\u00a0sur mes blogs ; mais ce qui est particuli\u00e8rement int\u00e9ressant cette fois ci, c’est que les principes de design \u00e9dict\u00e9s par IDEO ont enfin \u00e9t\u00e9 mis en oeuvre sur le terrain … par des entreprises qui ne sont pas li\u00e9es – a priori – \u00e0 IDEO<\/span>. <\/span><\/em><\/p>\n

Preuve s’il en \u00e9tait besoin que, d’une part, en mati\u00e8re d’innovation, ce que\u00a0<\/span><\/em>Steven Johnson d\u00e9crit comme les \u00ab\u00a0id\u00e9es qui font leur chemin lentement\u00a0\u00bb <\/span><\/em>\u00a0(the slow hunch) dans son ouvrage intitul\u00e9 \u00ab\u00a0where good ideas come from<\/span><\/a>\u00a0\u00bb sont la norme en mati\u00e8re d’innovation (il faut savoir \u00eatre patient), et que d’autre part,\u00a0<\/span><\/em>arriver le premier sur une innovation n’est pas toujours (rarement) une bonne id\u00e9e.<\/span><\/a><\/span><\/em><\/p>\n

[ps: les caddies que j’ai rep\u00e9r\u00e9s en r\u00e9gion parisienne en Novembre derniers et qui sont mentionn\u00e9s par Yannig Roth dans son blog (voir la copie de mon commentaire) sont en fait tr\u00e8s similaires, sinon compl\u00e8tement copi\u00e9s, au concept initial d’IDEO (voir photo en haut \u00e0 gauche). La photo a \u00e9t\u00e9 prise au\u00a0<\/em><\/span><\/em>Franprix de Limeil Br\u00e9vannes<\/a>, dans la Seine et Marne. Franprix est une filiale de Casino<\/a>]<\/span><\/em><\/p>\n

\u00ab\u00a0Je me souviens d’avoir \u00e9crit un billet de blog sur un autre concept de l’IDEO : Shimano Coasting. Leur concept \u00e9tait cens\u00e9 rendre le cyclisme attrayant pour les masses, mais il a finalement \u00e9t\u00e9 abandonn\u00e9, ce qui m’a amen\u00e9 \u00e0 m’interroger sur les raisons possibles de cet \u00e9chec. Ce billet parle d’un cas bien document\u00e9 de l’IDEO : un panier d’achat d\u00e9velopp\u00e9 en 1998, qui n’est manifestement pas arriv\u00e9 jusqu’aux magasins.<\/p>\n

Si vous avez regard\u00e9 la vid\u00e9o, vous comprenez facilement leur concept : s\u00e9curit\u00e9 pour les enfants, modularit\u00e9 lors des achats, facilit\u00e9 de manipulation et de paiement. M\u00eame si le concept semble s\u00e9duire les gens dans les magasins (voir la fin de la vid\u00e9o), il n’est apparu dans aucun magasin \u00e0 grande \u00e9chelle. \u00ab\u00a0Il faut l’affiner un peu, mais je pense qu’il est g\u00e9nial, dit la vendeuse de Whole Foods dans la vid\u00e9o, nous les voudrions\u00a0\u00bb.<\/p>\n

Mais pourquoi personne ne les a utilis\u00e9s \u00e0 grande \u00e9chelle ? J’ai trouv\u00e9 un article de blog et m\u00eame une question sur Quora qui demandait \u00ab\u00a0Qu’est-il arriv\u00e9 au panier de l’IDEO ? Yann Gourvennec soutient sur son blog que les clients cibles de ce concept n’\u00e9taient peut-\u00eatre pas bien d\u00e9finis : les acheteurs ? Les magasins de d\u00e9tail ? Je pense qu’il s’agissait d’une initiative de communication et qu’il n’y avait pas de v\u00e9ritable demande du march\u00e9 pour ce concept. Apr\u00e8s tout, il a \u00e9t\u00e9 command\u00e9 par la cha\u00eene de t\u00e9l\u00e9vision ABC pour son \u00e9mission The Deep Dive, et non par un vrai d\u00e9taillant… Dans les commentaires du billet, Yann Gourvennec dit :<\/p>\n

commentaire-sc\u00e9narioSOURCE : VISIONARYMARKETING.WORDPRESS.COM
\nEt en effet, des chariots similaires sont actuellement en cours de d\u00e9ploiement dans certains supermarch\u00e9s fran\u00e7ais. Carrefour, la deuxi\u00e8me cha\u00eene de magasins au monde, cherche \u00e0 \u00ab\u00a0r\u00e9inventer le supermarch\u00e9\u00a0\u00bb (voir cet article), et le design est un \u00e9l\u00e9ment majeur de leur strat\u00e9gie.<\/p>\n

C’est pourquoi ils ont engag\u00e9 l’ancien vice-pr\u00e9sident du design du g\u00e9ant du sport D\u00e9cathlon, aujourd’hui Oxylane, o\u00f9 il a fait un travail remarquable tant en mati\u00e8re d’innovation que de marque (lire le rapport du vice-pr\u00e9sident mondial du design de Carrefour sur la marque, le design et l’innovation). Les nouveaux chariots que Carrefour utilise aujourd’hui ne proviennent pas de l’IDEO, qui les a brevet\u00e9s, mais ils sont fondamentalement comme le concept de l’IDEO. Ce sont les chariots qu’ils ont dans mon Carrefour Market local :<\/p>\n

Apr\u00e8s quelques recherches, j’ai d\u00e9couvert qu’elles \u00e9taient con\u00e7ues et produites par la soci\u00e9t\u00e9 italienne Plastimark, qui a commenc\u00e9 \u00e0 les vendre en 2002. \u00ab\u00a0Les premiers clients [de Carrefour] ont \u00e9t\u00e9 d\u00e9concert\u00e9s par les chariots Plastimark, mais ils les ont imm\u00e9diatement aim\u00e9s\u00a0\u00bb, peut-on lire sur leur mat\u00e9riel promotionnel. Je pense qu’ils sont laids, mais ils sont sacr\u00e9ment bons pour naviguer dans les \u00e9troites all\u00e9es des magasins de la ville, et ils sont 100% recyclables. Plastimark affirme \u00e9galement qu’ils sont moins co\u00fbteux puisqu’ils ne se cassent pas aussi souvent que les chariots actuels – la rentabilit\u00e9 \u00e9tait \u00e9galement un avantage du concept de l’IDEO.<\/p>\n

Je n’aurais jamais pens\u00e9 faire un article entier sur les chariots de supermarch\u00e9, mais le fait est que : L’IDEO a eu la bonne id\u00e9e en 1998, ils \u00e9taient juste en avance sur leur temps. Le m\u00eame concept appara\u00eet aujourd’hui, et semble avoir du sens pour les acheteurs. C’est pourquoi je pense que le concept de l’IDEO \u00e9tait visionnaire et je ne d\u00e9crirais pas sa non-adoption comme un \u00e9chec (m\u00eame si, commercialement, c’en \u00e9tait probablement un). Et qui sait, peut-\u00eatre qu’un jour une majorit\u00e9 de v\u00e9los seront similaires au concept de Coasting !<\/p>\n

Lire la suite sur le site de Yannig Roth \/ marketing, design & other exciting subjects<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

Le futur du caddie de supermarch\u00e9 est enfin arriv\u00e9 ! Dans cet article tr\u00e8s complet en Anglais,\u00a0Yannig Roth\u00a0nous donne la suite des \u00e9v\u00e9nements li\u00e9s aux recherches sur le design des caddies de supermarch\u00e9s, telles que la fameuse soci\u00e9t\u00e9 de design am\u00e9ricaine IDEO les avait initi\u00e9es d\u00e8s 1998 dans une c\u00e9l\u00e8bre vid\u00e9o publi\u00e9e par la cha\u00eene\u00a0\u00a0locale …<\/p>\n","protected":false},"author":2,"featured_media":4316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-4314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nle caddie de supermarch\u00e9 enfin r\u00e9invent\u00e9 ... mais pas par IDEO<\/title>\n<meta name=\"description\" content=\"Le futur du caddie de supermarch\u00e9 est enfin arriv\u00e9 ! 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